Fractional Demand’s Post

Transcript

Hey, how's it going? I'm Gavin Tanner, I'm the founder and CEO, Fractional Demand. I wanted to show you 3 quick ways you can save money on Google and LinkedIn ads. So I'll show you 3 for each. So if you don't already have them pulled up, push pause on the video, go pull open Google Ads and LinkedIn ads. I'm actually going to show you where to click, what settings to look at to immediately have a positive impact on the campaigns already running. So now you've got them pulled up. We're going to go into Google Ads first. So I created this dummy account here so we can take a look. So hit into campaigns. For the campaigns here, and we're gonna look at the settings. So whenever you hover over the campaign, hit this gear icon. So first and foremost, we're going to look at this network settings here. So Google will automatically check both of these boxes. So they're going to include Google Search Partners and then Google Display Network. Both of these should be unchecked. If you have these checked, you're burning money on very low quality traffic that's coming from Search Partners and Display Network. If you're going to run display, you should really only be doing retargeting on GDN and it should be its own campaign. So you need to uncheck this as well. Again, Google will automatically have these checked. You got to come in here and manually do that. So we're gonna hit save. And I guess I should explain this. Search partners, these are searches happening outside of Google. So Google has partnered with other third party, whether they're search engines or bigger websites that have searches where your ad could actually show up. I have never received high quality leads coming from search partners. So always just uncheck that. The other setting that we need to go into is into locations. If you go into location options, this is what Google says they recommend, it will automatically be applied. This says, OK, yeah, I want to target. US but if you have this setting checked, Google is going to show your ads to people in regularly in or people who have shown interest in your targeted location. So in this case, let's say I'm a software company based in the US and I'm targeting keywords like CRM software. If someone in India is searching CRM software in the United States, our ad is still going to show up. And so we could be driving a ton of irrelevant clicks just by having this checked so you always want to. Get it into people in or regularly in your included locations. So we're going to hit save here. Those two settings alone will save you so much money on the Azure currently running. So let me show you the other setting We're gonna go we're gonna go to keywords. I'm sorry. We're gonna come up here to search terms Google smoother UI around. We'll come up here go into search terms. Now I'm not going to have any here cuz I haven't actually run this just a fake campaign. But within the search terms report, you're actually going to be able to see keywords that people are actually searching and what they're searching and what. Bad or keyword that you are betting against is showing up for it. This is a really good place to add what are called negative keywords. Basically allowing you to see is this person is searching this but our ad is showing up that's not relevant or the context is off. So you can add those as negative keywords. Meaning that if someone in the future searches that your ads will no longer show up. This is also literally thousands of dollars gets wasted if you're not monitoring this really closely because Google will not always get the context and Google does take liberties and showing your ad. To. Keywords that sometimes fall outside of the ones that you're telling it to go for. So you really have to tighten it up there. So those are three ways in Google. Now let's hop into LinkedIn. OK so I'm gonna hover over this campaign. So I went to campaign groups and I clicked into one of my campaign groups that has ads in it. This is a campaign. I'm gonna hit view summary to start. Alright, now that we've landed here, I'm going to click on demographics. And then after I click on that, I'm actually going to display and go to company. So I'm just gonna open up my date range here. Go all time. So what this is doing is this is showing me the actual companies that are have been getting impressions from my campaign and that are then clicking on my ads within this particular campaign. The unlock here is if you're not careful, you're going to bid and you're going to have giant companies like Google, Microsoft, Amazon, Apple show up here in your top four. And I have never seen any business close Google or Amazon by running ads against those accounts on LinkedIn. It doesn't work that way. So you're going to want to exclude those giant companies from your ad campaigns. Otherwise they're going to eat up all of your impression share and all of your clicks, and you're gonna be sitting wondering why isn't this working? We're targeting the right people think we're taking the right accounts. If you let a few of these massive enterprise accounts slip in, they will eat up all of your impressions and clicks. So exclude those. So that's where you go to find that. All right, let's go back into the campaign settings. There's a couple things change in there too. Alright, so I'm going to click on edit. And now that I'm in here, I'm going to Scroll down past my audience. You see this right here, enable audience expansion. This will automatically be checked by LinkedIn. You need to uncheck that. So what this is saying is LinkedIn saying, hey, let us target people outside of all the audiences you listed above that we think could give you similar results. It just basically allowing LinkedIn to blow your money. So uncheck that box. The other one too, if you Scroll down, if you come into placements, it will automatically select this LinkedIn Audience Network. That is similar to what like Google Search Partners is. This is Linkedin's third party network outside of LinkedIn, so uncheck that box. You won't get quality leads off of the LinkedIn Audience Network, so don't use it. So yeah, I hope that was helpful. Those are the three to change on LinkedIn. And I'll, I guess I'll just note if you came in here and a lot of these settings were set incorrectly, then it might be time to start looking to get someone else to run your paid media. And if that's the case, we should chat. I'd be happy to help. Nice to meet you. Hope that helps.